Clinique Cosmetics Has a Database of More Than 600,000 People

Multiple Choice

Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used ________ to introduce its new product.

A) opt-out marketing
B) personalization
C) viral marketing
D) buzz marketing
E) permission marketing